Tag Archives: insights

TMRE 2013: Breaking Records and Making History

This year’s attendees represent the highest client ratio in
the history of TMRE.  Real take away value
lies in aggregating the right mix of people with the right expertise, content
and experience.

Don’t miss your chance to network with
the best in the industry:

20|20 Research
3M Company
7th Sense Research
20th Century Fox
A & E Television Networks
AAA Northern California
Abbott Nutrition
Absolute Value LLC
AcuPoll Research Inc
Added Value
Alcoa Inc
Alpina Productos Alimentarios
Altria Client Services
American Cancer Society
American Heart Association
American Honda Motor
Amgen Inc
Amway Corporation
Analytics Quotient Inc
Annik Technology Services Pvt.
Applied Marketing Science
Arbitron Inc /Scarborough Research
AT&T Mobility
ATK Federal Cartridge Company
Aviador Group
Avnet, Inc
Bacardi USA
Bank of America
Barilla America Inc
Bayer Healthcare Pharmaceuticals Inc
Bellomy Research
Belmont University
Best Buy
Bloomberg Wealth
Blue Cross Blue Shield of Massachusetts
Blue Print Research Group
Borders Inc
Bose Corporation
Bovitz Research Group
BP Fuels Value Chain
Brand Integrated Consulting
Broadband Dynamics
Brown Forman
Burke Inc
Bush Brothers & Company
BuzzBack Market Research
C+R Research
C&C Market Research
Campbell Soup Company
Canadian Tire Corporation
Canon USA Inc
Capital One Financial
CareCredit A GE Money Company
Centene Corporation
Center for Strategy Research
Centrac DC Marketing Research
CFI Group
Chadwick Martin Bailey
Charles Schwab & Co
Chattem Inc
Cint USA
Cisco System
Clear Seas Research
Clearvoice Research
Cleveland Clinic
Colgate Palmolive
Communicus One
Connection Research
Connexion Research
Consensus Point
Constellation Brands Inc
Consumer Insights
Converse Inc
Copernicus Marketing Consulting
Corey Moore
Cotton Incorporated
Crimson Hexagon
Critical Mix
Crown Imports
Cuna Mutual
Curiosity Research
CVS Caremark
Davis Research LLC
Daymon Worldwide
Decision Insight
Deep Marketing Alliance
Del Taco Inc
DIG Insights
Dine & Associates Inc
Dine Discoveries
Directions Research Inc
Discovery Research/Focalytic
Dole Fresh Vegetables
Doyle Research
Dunkin Brands
E & J Gallo Winery
Edward Jones Trust Co
Elanco Animal Health
EMI Online Research Solutions
EmPower Research
Erickson Living
Ernst & Young
Estudio Silvia Roca
Experience Renewal Solutions
Farm Credit Mid-America
Farmers/Foremost Insurance Company
Fast Future

Florida’s Natural Growers
Focus Coast to Coast
Focus Groups of Cleveland
Forbes Consulting Group
Ford Credit
Ford Motor Company
Fordham University
Foremost Insurance
Fresh Intelligence
Frito Lay
Fuld & Company
Gadd Research Inc.
Gap Inc
GE Capital
General Mills
General Motors
Georgia Pacific
GfK Knowledge Networks
Global Market Research
GMO Research
GOJO Industries
Gongos Research
Google Consumer Surveys
Hall & Partners
Hallmark Cards Inc
Hamilton Beach Brands
Harris Interactive
Hasbro Inc
HAVI Global Solutions
HawkPartners LLC
Healthways Inc
Heineken International
Heinz North America
Hotspex Inc
Hub Media Research
Ideas To Go
IFC & Sundance Channel
In4mation Insights
Information Alliance
InsideHeads LLC
Insight Express
InVivo BVA
Ipsos Loyalty, North America
JLG Industries Inc
John Deere
Johnson & Johnson
JM Smucker Company
JP Morgan Chase
K12 inc.
Kao Brands Company
Kellogg Co
KeyStat Marketing Inc
Kimberly-Clark Corporation
KL Communications
Kohler Company
L & E Research
Lands’ End
Latitude Research
Libran Research & Consulting
Lieberman Research Worldwide
Lincoln Financial Group
Lufthansa Cargo
Lundberg Farms
Luth Research LLC
M/A/R/C Research
Manthan Services
Market Logic
Maritz Research
Market Decisions Corporation
Market Strategies International
Marketing Resources Solutions Inc
Marketing Systems Group
Marketing Workshop
Marketlab Inc
MarketVision Research
Marriott International
Mars Chocolate
Mars Petcare
MAXimum Research Inc
McDonalds Corporation
Mckee Food Corporation
McNeil Consumer Healthcare
Mead Johnson Nutrition
Meredith Corporation
Meritus Analytics
MFour Mobile Research
Michigan State University
Microsoft Corporation
Millward Brown
Milwaukee Journal Sentinel Inc
Miner & Co
MIT Media Lab
Mktg Inc.
MMR Research Worldwide
Morpace Inc
Motivequest LLC
Motorola Inc
MSW.ARS Research
Murphy Research
myCLEARopinion Panel
Napkin Labs
NBC Sports
NBC Universal
Nestle USA
Netpop Research
NetQuest Mexicana
Nutro Company
O2 Integrated (a Gongos Enterprise)
OConnor Market Research
Oklahoma Department of

Opinion Access Corporation
Optimal Strategix
ORC International
Panera, LLC
Parker Consulting Inc
Participant TV
Pepsi Co Inc
Performance Research
Pert Group
Philips Healthcare
Phoenix Marketing Intl
Precision Opinion
Procter & Gamble Company
Prodata Team
Provide Commerce
PT. Kadence International
Publix Super Markets Inc
Q & A Research Incorporated
QualQuant Signals
Radius Global Market Research
RealityCheck Consulting Network
Remington Outdoor Co.
Research & Marketing Strategies
Research Now
Research Panel Asia
Roll Global
Rosetta Stone
Rousch Fenway Racing
Russell Research
Sachs Insights
Sage Publications Inc
Sample Solutions
Sam’s Club
Sargento Foods Inc
SC Johnson
Schlesinger Associates
Schreiber Foods Inc
Scotia Bank
Seagate Technology
Sentient Decision Science
Sky Consulting
Smith-Dahmer Associates
Society of Actuaries
Soctratic Technologies
Sonoco Products Company
Stericycle Expert Solutions
Strategic Research Partners
Sun Trust Banks
Sundance Channel
SuperValu Inc
Swedish Match
Symphonyiri Group Inc
Takeda Pharmaceuticals USA Inc
Target Corporationc
Target Insights
Teach for America
Tervis Tumbler
Teva Pharmaceuticals Ind
TGaS Advisors
The Center for Creative Emergence
The Family Room/Just Kid Inc
The Garage Group
The Hartford
The Hershey Company
The Integer Group
The Johns Hopkins Health System
The Millennial Train Project
The Modellers
The Nielsen Company
The NPD Group Inc
The Olinger Group
The Pert Group
The Return on Innovation Project
The Shullman Research Center
The Stevenson Company
The Walt Disney Company
The Weather Channel
Thoroughbred Research Group
Time Warner Retail
TiVo Inc
TTI NA Incorporated
TracFone Wireless Inc
Travelers Insurance
Tuned In Research
UBS Financial Services Ugam Solutions
UL Workplace and Health
Universal Music Group
Universal Orlando
US Cellular
USC Annenberg School for Comm
Van Meter Inc
Vanderbilt University
Vision Critical
Vital Findings
Walt Disney Parks & Resorts
Washington Speakers Bureau
Weiner, Edrich, Brown, Inc.
What They Think Research
Whirlpool Corporation
Wilson Jill Associates, Inc.
Wisdom Professional
Wizards of the Coast
Wolverine worldwide
Wood Care Products of Sherwin Williams
Yahoo! Canada
Yankee Candle
ZS Associates
Download the brochure for the full agenda here: http://bit.ly/19tvwJC
October 21-23,
Nashville, TN
Mention code TMRE13BLOG & Save 15% off the
standard rate. Register today: http://bit.ly/19tvwJC
The TMRE Team

Why Mobile is a Game Changer’for Research and Dunkin’ Donuts

By David Forbes, Ph.D.
One of the things we love best about using our MindSight??
technology via mobile is that it lets us capture consumers’ emotional responses
right in the moment, while they are still fresh.   Research in memory
consistently tells us that the passage of time works to distort our memories,
so that remembering something for the first time ‘ right after it happens, may
look very different from remembering it hours or days later, because our
memories change with each act of remembering.
One implication of this is that getting feedback about customer experiences right after they happen
can be very important. So, for example, in our recent work for a large Dunkin’
Donuts franchisee, we took to the field and got consumers to tell us about
emotions using their smart phones.
This client was troubled by a few underperforming stores
among his franchises. These franchises seemed very much like his high
performing stores at first glance: they had identical offerings, were the same
size and located in similar areas. They were even staffed by comparable
crews.  And past measures of customer satisfaction indicated little
difference between the stores.
To solve the mystery, we sent researchers
to study the emotional experience of customers at a high-performing store and
at a low performing one.  Over the course of the morning rush, we showed
off the MindSight?? ‘game,’ and invited them to try it themselves on their
mobile devices ‘ what we learned was unexpected.

What wasn’t different between the stores were rational
dimensions of performance like how long the line was, or how accurately the
orders were filled.  Both stores did fine on those criteria.  What
was different was the nature of the emotional experience in these two stores.

Both stores did well on some key elements of emotional
experience ‘ fulfilling a desire to feel empowered and achieved ‘ to ‘start
your engines and dive into the day.’  But the high performing store also
did well in delivering another ‘softer’ type of emotional experience ‘ the
desire to feel understood, and even a little bit nurtured.
At the high performing store, the crew greeted customers
warmly, sometimes even by name. They frequently knew what ‘regulars’ wanted,
and would start on that hazelnut-light-two-sugars even before the customer had
a chance to order it.
At the low-performing store, coffee transactions were less
personalized and nurturing, more businesslike and anonymous. MindSight?? images
chosen by those coffee drinkers to capture the feeling of their customer
experience made it clear that they didn’t feel nurtured here. They felt isolated,
and in fact, they even felt incompetent (about their store choice.)  These
results fit well with earlier work we’ve done in breakfast cereals, that shows
us how people tend to be a bit infantile in the morning, and kind of vulnerable
‘ almost as if they are ‘waking up like infants’ and needing to be gentled.
The ‘no frills’ satisfaction of timely, competent service
reported in both stores did not reveal the important differences in service
experience between the high and low performing stores.  Only a method
focused on the emotional experience revealed the issue.  And a method
using images to get ‘under the radar’ was likely critical.  I doubt many
of these consumers could have articulated the pleasure at feeling recognized
and nurtured if we had asked ‘it’s like confessing that you wish your Mom could
still cut your toast in little triangles and butter it just so.
Finally, a method that allowed us to get ‘in the moment’
feedback was likely critical to the insight ‘ measuring consumers emotions
while they were still in that emotional mood of ‘morning vulnerability.’ 
Cognitive science tells us that memories of negative feelings tend to fade over
time (the ‘Fading Affect Bias’) we suspect that feelings of incompetence, and
of being isolated, during a morning coffee purchase are very good candidates to
‘fade’ (as the day progresses).
Our client is in the process of coaching the staff in
under-performing stores to add those warm touches, asking customers’ names and
treating them like regulars. We’re betting that will be enough to turn those
stores around, so stay tuned.
Want to learn more about
this topic? Attend TMRE 2013 in Nashville,
TN October 21-23. For details, click here: 
http://bit.ly/1eV1G5q We hope to see
you there!  
About the Author:
David Forbes holds a Ph.D. in clinical and cognitive psychology from Clark
University, and was a member of the faculties of Harvard Medical School
Department of Psychiatry and the Harvard Laboratory of Human Development before
beginning his career as a business consultant. He founded Forbes Consulting
over 20 years ago as a strategic market research consultancy dedicated to
creating business advantage through psychological consumer insights. He has
since built Forbes into a major resource for scores of major corporations in
the CPG, Financial Services, and Pharmaceuticals industries, domestically and
internationally. David is the creator of the MindSight?? emotional
assessment technologies, a suite of applied neuropsychological methods for understanding
consumer emotion and motivation, without the distortions of conscious editing
and self presentation.  

Ex BBDO Insights Chief: ‘Researchers Have Diluted Ethnography’

Cultural Anthropologist Says ‘Just Being There’ Isn’t Enough

By Marc Dresner, IIR USA

A lot of what passes for ethnography today probably shouldn’t.
That’s according to Dr. Timothy Malefyt, former director of
cultural discoveries at BBDO Worldwide, author of ‘Advertising and Anthropology’
and visiting professor at Fordham University’s Center for Positive Marketing.
‘Ethnography today is really flooded with researchers,’ says
Malefyt, a bona fide anthropologist. ‘This only acts to dilute the quality of research
out there, and it also introduces some bad practices.’

The problem, he says, is that most ethnography today doesn’t
go much beyond ‘just being there”basically watching, peppered with a few

Timothy Malefyt

This isn’t ivory tower snobbery. Malefyt says it boils down
to more than just a semantic distinction between genuine anthropology and perhaps
a more accessible version of observational consumer research.
‘We’re missing a tremendous opportunity,’ he told The Research Insighter, ‘because there
is insufficient rigor and really no use of models of consumer behavior to analyze
what’s going on and actually lead to creative
Setting the question of whether or not Margaret Mead is
rolling in her grave aside, it’s probably worth considering that a PhD in
anthropology is a credential many commercial practitioners of ethnography honestly
can’t lay claim to.
And if Malefyt is right, what do we need to do differently?
In this episode of The
Research Insighter
podcast series, Malefyt discusses:
‘ The importance of balancing emic and etic perspectives
‘ Getting at the complete ‘internal behavioral experience’
‘ Using ethnography to drive creativity, and more’

Editor’s note: Timothy Malefyt will be speaking at The Market Research Event 2013 taking
place October 21-23 in Nashville, TN.
For information or to register, please visit TheMarketResearchEvent.com.

Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Official Call for Presenters Now Open: The Future of Consumer Intelligence

The Institute for International Research
(IIR) presents
The Future
of Consumer Intelligence

May 19-21st, 2014 | California

Due to the high volume of submissions, we suggest you submit your proposal
early and no later than Friday August 30th to Romina Kunstadter, Conference
Producer at Rkunstadter@iirusa.com or 646.895.7453


A gathering of “consumer culture” collective exploring common ground
across roles and industries for translating behavioral information into
business opportunity.

Specific Topical Discussions Include:

  • The Convergence of Insights & Intelligence: Consumer,
    Social, & Cultural
  • Big Data & Analytics: Connecting the Dots for a Holistic
  • Strategy & Action Planning:  Data Driven Marketing
    for Driving Consumer Strategy 

****Please see below for what topics our audience said are top of mind for
Two NEW Symposia’s
  1. The Future Researcher: What are the skills, tools,
    methodologies, capabilities & culture – turning data into meaningful
    stories, digital disruption, the entrepreneurial spirit, becoming agile &
    predictive, engaging your consumer.
  2. The Future Consumer: A 360 degree view: What is the future
    of how people live, how they shop, how they can be engaged.. understanding
    behavior, the quantified self, and generation next.

The Audience
VPs, Directors, & Managers in the fields of Market Research, CRM,
Innovation, Technology, Marketing, Analytics, Consumer Insights, Business
Intelligence, Competitive Intelligence, Social Media, Mobile, Data Mining, Text
Analytics, IT, Design & Engineering. Speakers receive FREE admission to the
conference as well as any pre-conference activity such as workshops or

Sponsorship & Exhibition

If you are interested in sponsorship or exhibit opportunities please contact
Jon Saxe, Business Development Manager at jsaxe@iirusa.com or 646.895.7467.

Interested in Becoming a Media Partner
or Featured Event Blogger?

Contact Kacey Anderson, Marketing Manager, at kanderson@iirusa.com.

Call for Presenters:

  • For consideration, please email Rkunstadter@iirusa.com with the following
    information by Friday, August, 30th, 2013.
  • Proposed speaker name(s), job title(s), and company name(s)
  • Contact information including complete address, telephone,
    fax number and e-mail
  • Talk title
  • The main theme you plan to address
  • Summary of the presentation (3-5 sentences)
  • Please indicate what is NEW about the presentation
  • What the audience will gain from your presentation (please
    list 3-5 key “take-aways”) 
  • Of the Audience above who would this most appeal to?
  • Previous conference experience
  • Short bio
  • Due to the high volume of responses, we are unable to
    respond to each submission. All those selected to participate as speakers will
    be notified shortly after the deadline. 

Thank you for your interest in The Future of
Consumer Intelligence
. We look forward to receiving your proposal! Here are some of the topics
attendees said are top of mind for them:

The Future Researcher:
What are the Skills, Tools, Methodologies,
Capabilities, & Culture
Topic: Future of Consumer Insights Department
Becoming a better listener/ Crowd sourcing for insights/ Gamification -
engaging your consumer/ Engaging your team to explore & collaborate

Topic: Turning Data into Meaningful Stories
Innovation, methodology and insights as far as storytelling and bringing the
message back in a memorable & digestible way

Topic: Becoming Agile & Predictive in Real Time

Leveraging technology to make consumer insights process more
streamlined and shorten the overall timeline- I am interested in alternative
approaches- I think consumers are ever evolving in how they like to be
surveyed- a lot of people fall back on traditional methodologies but is that
always the best?

The Future Consumer: A 360 Degree View
Topic: The Future of How People Live
Public Transit, City Planners (Future Landscape), Home Environment,
Environmental Factors and Impact, Health Care, Values, Education, Workspace,

Topic: The Future of How People Shop: On-line & Off-line
I have a great consumer facing seat but not enough time to think about how to
engage with my retailers and I need help with that- what are retailer trends
and retailing trends

Topic: The Quantified Self
Wearable technology- customer experiences is at the heart of all things- the
right insight that you get will help determine what you will be doing and the

Topic: Digital Natives

The Convergence of
Insights & Intelligence: Consumer, Social, & Cultural

Topic: Semiotics & Motivation Theory

Topic: Insights Deciphered through Digital
Big push around emotional marketing and I am wondering what comes after that-
uncovering-triggers and activating behind them-a lot would be research but more
would be understanding how television and digital are taking insights and
translating them

Topic: Converged Intelligence: When Insights & Intelligence Collaborate
Topic: Leveraging Social Media to Fill the Gaps
Social media insights & text analytics pro’s & cons- how do you create
a social presence & excitement – social chatter  for deeper insights

Big Data & Analytics: Connecting the
Dots for a Holistic View
Topic: Finding the Why in a Sea of Data
Data point tells you what not WHY- you can make inferences but it doesn’t tell
you why- you can make leaps of faith- most data is about what happened focusing
on the hindsight instead of understanding insight and foresight and how do we
act upon it- awakening and invigorating consumer curiosity

Topic: Successful Data Integration:
What Big Data encompasses when it comes to businesses- how do you implement
this into your business- even if you figure out the direction you want to go
in, implementation takes a long time as does building a strategy and figuring
out the technical requirements

Topic: Tools for Digital Marketing: Digital Marketing
Very interesting in learning more because this is one of the new tools tThe new
marketing- I think in a few years most of the people are going to use Internet
to do everything

Topic: Product’s that Emerge As a Result of Connecting the Big Data Dots

Topic: Analytics that Changes How Business was Done

Strategy & Action Planning:
  Data Driven Marketing for Driving Consumer Strategy
Topic: Big Data Improving a Consumers LifeInsight into big data- not how can it
benefit us but how it can benefit the consumer and the key is the quantified
application — how your activity can be compared to other people

Topic: Privacy Please!(Delivering solutions while protecting consumer privacy-
knowing how to target your consumer without being intrusive)

Topic: Data Forecasts your Relationship with Competitors How have you used big
data to change how you have worked in comparison to your competitors?

The FOCI Team

TMRE Now Accepting Submissions for Annual EXPLOR & NGMR Disruptive Innovator Awards

Today’s technology landscape is more dynamic, fast-paced and
entrepreneurial than ever before. For large and small companies everywhere,
innovation is a continuum and successful companies innovate disruptively along
the entire spectrum.
Are you a disruptive innovator?
This year, TMRE is proud to host two of the industry’s most
prestigious awards this year – the annual EXPLOR
award and the NGMR Disruptive Innovator Award
. The EXPLOR award recognizes
breakthrough innovation in technology as applied to market research.
This year’s winner will receive a complimentary pass to TMRE
and the opportunity to present the winning case study during the event. All
entries must be received by August 30.
In just a few months TMRE is
putting its energy into protecting the science of understanding while
translating insights into smart business decisions. As the market research
industry faces the most dramatic change it has ever seen, TMRE will transform
you into a hybrid researcher and strategic advisor.
Time and time again, TMRE unites more than a thousand
consumer insights executives with more than 65 percent from client side
companies. Featuring more than 140 sessions and 175 speakers, it will be your
most comprehensive research learning and networking experience of the year.
In 2013, TMRE is focusing on elevating the researcher to a
strategic, consultative leader. The 2013
 will be combining best in class business cases with
professional development sessions on building skills like data visualization,
story-telling and strategic thinking and transforming researchers into game
To learn more about
the EXPLOR award and the NGMR Disruptive Innovator Award, click here: http://bit.ly/13TAWsK  

Amanda Ciccatelli,
Social Media Strategist at IIR USA in New York City, has a background in
digital and print journalism, covering a variety of topics in business
strategy, marketing, and technology. She previously worked at Technology
Marketing Corporation as a Web Editor where she covered breaking news and
feature stories in the tech industry.  She can be reached
at aciccatelli@iirusa.com. Follow her at @AmandaCicc. 

Big Data Lessons from the NSA

One of the biggest news stories lately has been the
revelation that the National Security Agency (NSA) has been using big data from telecommunications
companies to spy on people. The reaction to this story has been divided. While
a portion of the American public has responded with shock, anger and fear,
accusing the federal government of becoming Big Brother and ignoring citizens’
right to privacy, others have defended the surveillance as necessary to our
homeland security and, ultimately, not a big deal.
The merits of whether the government should mine
telecommunications data will likely be debated for many years to come, and it
is probably best to have that debate in the press and at dinner tables across
the nation. However, for market researchers who specialize in data sciences and
big data methodology, there are important lessons to learn (or perhaps to be
reminded of) from the NSA debacle.
There is Huge Value
Locked Away in Your Company’s Big Data

The government is interested in understanding behavior
patterns that look suspicious. They want to know who is communicating with
whom, where these communications take place and how frequently they are occurring.
From this, they can paint a picture of who might be a ‘bad guy’ at risk of
doing harm to the US.
Similarly, data generated from your customers’ transactions
reveal a treasure trove of information. While your company might not be
interested in identifying bad guys, it is likely interested in identifying
brand advocates and detractors.
Utilizing big data analytics, we can learn much about how
your customers use your products and services’information that could never be
learned through a survey. Big data analytics also help discern behavior
patterns that lead your customers to having a poor experience. Likewise, they
can identify fraud, minimize waste and isolate endless opportunities for
improving operational efficiency. Seemingly innocuous data that, when taken
alone, would appear to be meaningless, becomes valuable and actionable when
combined with other data’and data is right in front of you waiting to be
Big Data Doesn’t Tell
the Why Behind the What

If you listen carefully to how politicians and bureaucrats
describe big data surveillance programs, it is clear that mining
telecommunications data is just a starting point. While this data does a
remarkably good job of telling the government what people are doing, it doesn’t
adequately explain why people are doing it. For this, the NSA needs to go back
to the Foreign Intelligence Surveillance Court to request a new court order to
expand the surveillance to allow for eavesdropping, stakeouts and other
‘traditional’ methods of police work.
The same is true with most corporate big data analysis. Big
data reveals what happened but ‘traditional’ qualitative and quantitative
research reveals why it happened. The real magic happens by combining
traditional and big data research in a framework that looks at the way
customers interact with your company holistically. At Market Strategies, we have
created such a framework. It is called the Continuous Improvement Cycle, and it
systematically integrates qualitative, quantitative and big data analytics to
paint a complete picture of your customers, what they are doing, and, most
importantly, why they are doing it. Once you fully understand the what and the
why, you will have the power to make changes that improve both your customers’
experience as well as your bottom line.
Never Forget ‘The
Wall Street Journal Test’

The NSA and other government officials seemed surprised by
the public’s outrage. Collectively, they said the program has been in place for
seven years, and it is simply business as usual. The public is not convinced
and, as a result, the NSA is on the defensive.
In business, as in politics, every action brings with it a
certain amount of risk. In creating a surveillance program, the NSA failed to
consider The Wall Street Journal test. Simply put, this means an organization
should ask itself what would happen if the details of the proposed action were
to become a page one headline in The Wall Street Journal. Would the fallout
outweigh the benefit?
All companies should consider this test before undertaking
any big data analytics project. Big data can be scary and intimidating to the
public, and it is critical to consider the impact to your customers, investors,
regulators and competitors. By taking The Wall Street Journal test in advance,
companies can tweak their big data projects to minimize risks. Companies need
an experienced partner who appreciates the inherent risks associated with big
data analytics and is able to keep them safe while gaining the most value from
the data. Sometimes less data is beneficial in the interest of minimizing
corporate risk. For instance, a company might choose to change privacy
policies, give customers the ability to opt-out or even decide to limit which
data will be included in the analysis. The point is proactive measures can help
avert a crisis or provide a defensible position in times of crisis.
Big Data is Here to

There is no denying that big data analytics is here to stay.
Data sciences allows you to learn things about your customers that were
previously impossible to discern. Big data, however, does not exist in a
bubble, and it does not answer all things. To succeed, you need to integrate
big data analytics with the traditional methods that have served you well in
the past. In combination with traditional research methods, big data analytics
allows organizations to get past a sea of chaotic data to proactively isolate
the few individuals that really require attention. This is just as true for the
NSA trying to identify a would-be terrorist as it is for a major telecom
provider trying to identify which customer is likely to churn or to spread
negative word-of-mouth via social networking. The benefits to operational
efficiency and the bottom line are enormous and if your organization is not
harnessing this power, you can be sure your competition is.
Market Strategies is on the leading edge of market
research’s big data revolution. We have created proprietary frameworks that
integrate traditional research and big data analytics, and we know how to
extract value from all of your data assets while proactively managing risk. Let
us help you understand what is happening and why’then, and only then, can you
unleash the power of your company’s big data.
Mishkin will be presenting at TMRE
in Nashville October 21-23. Register for TMRE here: 
About the Author: Greg
Mishkin is a vice president of research and consulting at Market Strategies
International, working across all divisions and serving as the company’s
primary subject matter expert for the wireless communications industry. His
responsibilities include managing and growing key client relationships within
the Communications division while maintaining a special focus on the
integration of large-scale behavioral data with Market Strategies’ traditional
market research solutions. Greg is known for turning extremely complex data
into actionable insights and providing competitive advantages for his clients.
He earned a master’s degree in business administration from Kennesaw State
University in Kennesaw, GA; a master’s degree in clinical psychology from
University of Hartford in Hartford, CT and a bachelor’s degree in psychology
from Union College in Schenectady, NY.
Contact him at 404.601.9561, greg.mishkin@marketstrategies.com
or follow him on Twitter @GregMishkin.

Value is the TMRE Difference: The Proof is in the Numbers

The Market Research Event
is the world’s top market research and consumer insights event.  For more than
a decade, we’ve brought you the very best in consumer insights by presenting
ground breaking case studies and the most cutting edge advances in technology
and methodology. This year we couple that best practice with new sessions
focused on personal and executive development.  It’s the event your
industry trusts for unparalleled networking opportunities, never before heard
case studies and the world’s most inspiring keynote speakers.

Without a doubt, TMRE is the must attend insights event of 2013. See why The
Market Research Event is considered the industry’s most trusted event – Proven
Value is the TMRE Difference, the proof is in the numbers:

7 World-Class Keynotes Take the Stage Including:
  • Malcolm Gladwell, Author, Blink, The Tipping Point &
    David & Goliath
  • Dan Pink, Author, A Whole New Mind & To Sell is Human
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    Science Institute, Lieberman Research Worldwide

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October 21-23, 2013
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TMRE is more than a conference. It’s a game
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The TMRE Team

Beyond Age & Life Stage: Using Psychological Profiling to Better Understand Women

Demographics don’t drive her behavior. They are just one
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In this interactive webinar entitled, ‘Beyond Age &Life Stage: Using Psychological Profiling to Better Understand Women,’ Insights
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Colors of cars, what do they tell you?

If you are in the automotive research then you know what I’m talking about. In nearly every study we have done for the automotive industry, at a certain stage the question about colors play an important role. Sometimes it’s the question about the dominant color of a car in the local market, sometimes it is about to decide which color a car scribble should have as stimulus material for group discussion (or should not have). And sometimes you want to know if a given car color represents mass taste.

In a world of deep depth of information about a huge range of topic you will need to mix the sources of knowledge. It is indeed important to know your category before starting a research. Sometimes you are lucky and you will find the information you need.Let’s have a look at this piece of information.

Let’s have a look at this piece of information.

Source: Kraftfahrzeugbundesamt, Germany

Accordingly, the 1980s in Germany, red was 22% of new registrations, more than any other. A similar proportion (21.6%) was gray it was followed by white with 20.6% ??and blue with 15.7%.

Since then, Germany has become colorless. Just 6.8 % of new registrations in 2010 were still red. Thus, the red cars have quickly become less important. Even with green, it went down (from 5.5 to 1.4%), also with blue (15.7 to 10.5%) and the other colors (10.6 to 6.9%) as brown or orange.

Big winners are the black colored cars. In 1986, only every 25th car was black (4.0%). Today, however, black is regarded as noble and almost one third (30.4%) of all cars is painted black. Only in silver / gray, there are more cars (32.6%).

Is that all the numbers could tell you?

Source: Kraftfahrzeugbundesamt,Germany

If you ‘ like me ‘ like accurateness and precision the answer is No! Our philosophy is to go that extra mile to deliver better results.

You can see some kind of color fashion over the years. And it would be interesting to map the socio-demographic change against these numbers.But most important is the fact that every brand (and even every model) has its own hypecycle. In 2010 it is very hard to find a non-black Jaguar, Porsche or Jeep, because all brands have a proportion of black cars registered in this year of more than 50%.

And be careful to think that every silver / gray car is premium. Smart has a proportion of 58.4% for this color. This is a good example of how putting together different sources of knowledge from existing information about the market helps you produce better research results. Let’s see what we will learn about the topic of “mixing information” at the The Market Research Event 2011 in November in Orlando, Florida, hosted by IIR USA.

About the author: Christian D??ssel is blogging about market research in German language here and here. After having worked for TNS, TBWA and other strategy and market research agencies he now holds the position of Senior Research Director at MM-Eye in Hamburg / Germany with special responsibilities for MM-Eye’s new media and online research approaches.

Lead Up To The IIR TDMR: Interview With Matt Kleinschmit of Vision Critical

This blog is co-posted with The Green Book.

With a month to go until the Technology Driven Market Research event in Chicago,we’re in the final stretch of my series of interviews with presenters at the event. Today we have an interview with Matt Kleinschmit, Senior Vice President at Vision Critical.

This interview was conducted as a series of email exchanges over the course of a few weeks; so it is a complete and accurate record of all exchanges.

I’ve been a fan of Vision Critical since 2005. They are a company that is doing an awful lot right in terms of innovation, strategic positioning, and I continue to be impressed by the exceptional quality of their team, the vision of their senior leadership, and their continual focus on innovation. They are aggressively positioning themselves to be a major player in the future market research ecosystem, and frankly I think many firms will have a hard time winning against them; their value proposition is simply far more in alignment with what clients are asking for from us.

I have never met Matt, but I am looking forward to sitting down with him at the TDMR and changing that. I certainly enjoyed our interview, and I think you will as well.

LM: Vision Critical has always excelled at making a big splash and generating a lot of interest within the market research space. Why do you think that is? How is your message more compelling than your competitors?

MK: Vision Critical has a very unique story, having been founded by the son (Andrew Reid) of a renowned Canadian market research pioneer (Angus Reid). Andrew’s expertise in online technology and design, coupled with Angus’s classic survey-based research background have lead to the development of groundbreaking research solutions that leverage technology to engage consumers in a new type of dynamic ongoing dialogue. And as Andrew says, it has also made for some interesting dinner table discussions too! Truth be told, our legacy is a bit outside the norm in terms of typical research companies, and thus we may seem to be a bit ‘different’. But frankly this is what makes us a unique partner, and why our approach to research is an ideal fit for today’s business world’..the ‘ying and yang’ of technology and research are in fact our strengths for solving the unprecedented challenges clients are facing today.

LM: What do you think are the major drivers of change in the market research space right now and how is Vision Critical planning to take advantage of those trends?

MK: In my view there is no doubt that the MR industry in 2020 will be radically different then right now. Traditional ad hoc custom research as we know it is already in decline, and I think this will be nearly extinct in its current form in a decade. The key elements driving this change are rapid advancements in technology/ social media, the speed of client business and the relentless drive to maximize efficiency. These dimensions are pushing our industry to provide more realtime solutions, scalable insight systems and dynamic interactivity with consumers on an ongoing basis (and for less investment). With that said, the constant for MR is that businesses will continue to need to know the ‘why”.the understanding and insight behind the data (which is flowing at an unprecedented pace). With our unique history of technology research innovation, Vision Critical is uniquely positioned to take advantage of these trends. Our groundbreaking Sparq Community Panel research platform, innovative virtual testing systems and dynamic online reporting deliverables are years ahead of our peers, and our researchers and technology developers possess a mindset that fosters the creative application of research and technology to meet client business objectives. Our CEO, Angus Reid, often talks about our core pillars of ‘talent’ and ‘technology’, but our strength resides less in having each, and more importantly in knowing the most effective blend of these pillars for quickly answering the research questions our clients face.

LM: I’ve been a fan of Vision Critical since 2005, especially of your Fusion product suite, and have watched your evolution with interest. It seems that the company has transitioned from a software company to a full service firm with a software division. Is that an accurate description, and if so, has it been difficult to make that change, especially in terms of your overall positioning within the industry?

MK: You are correct in that in our initial years we focused very heavily on technology and software for the research industry ‘ designed and developed in house by researchers for researchers. Our leadership was on the forefront of seeing the opportunity that technology could play in the research process, and frankly, it was not hard to also see that so many other research companies were missing the boat on this. Many of our clients during this time were still looking for full service research support and consultation however, so when we did start adding research divisions to our company (in 2006), it made sense and our clients immediately embraced this move. In terms of difficulty in making this transition, I think there were two areas in which we faced challenges. The first was merging the inherent idiosyncrasies of technology developers and researchers into a cohesive culture that leverages the respective strengths of each. And the second was getting the word out to our clients and the industry at large about the full breadth of our ‘research + technology’ capabilities and the core efficiencies and benefits this combination brings. We have made great strides in both areas, and our current solutions meet both the challenges our clients are facing today, as well as positions Vision Critical to be well suited to addressing fundamental business issues our clients will be facing in the years to come.

LM: I agree with your take on the drivers of change and vision of the future of the industry, but I’m not aware of any efforts by VisionCritical to roll-out mobile or social media solutions as part of your product offering. Can you tell me anything about your strategy as it relates to those technologies?

MK: There is no doubt that both social and mobile (and perhaps more importantly, ‘social mobile’) research solutions will be a key part of the researcher repertoire in the coming years. Our groundbreaking Sparq research platform, which blends turnkey ‘visual questions’, complex sample management and dynamic reporting is currently mobile-compatible, and also allows for seamless integration with social media monitoring. But that is just the tip of the iceberg’we have some truly industry-changing technology in the works, so stay tuned!

LM: Recently VisionCritical ranked as one of the Top 3 MR firms globally ‘perceived to be innovative’ by your peers in the industry. Obviously you’re doing a great job of creating that brand perception within the marketplace, but that also puts a lot of pressure on you to maintain that position. How do you maintain the focus on continual innovation within the organization?

MK: This goes back to our history and how we have evolved from a pure research technology boutique to a truly integrated research + technology consultancy. Quite simply, innovation is our DNA. We have scores of technology developers on staff, and maintain a rigorous and continuous innovation pipeline so that the best emerging technology is blended with our researchers’ vision of how it can be deployed to solve real client challenges. Plus, our corporate culture is very unique and reflects the varied roles and skill sets within our organization. What other research organizations have technology developers, designers, sociologists, statisticians, ethnographers, MBAs, Baysian modelers, usability experts and award winning artists on staff? This fuels a deep culture of experimentation and innovation that is truly unique in the research industry!

LM: That sounds like a wonderful culture, and in my experience you are correct in that it is one that is fairly radically different from most other research firms. Why do you think the market research industry as a whole seems to struggle with embracing business models that support innovation, especially related to human capital strategies?

MK: Great question. I think part of this stems from that idea that classic survey-based research is typically rooted in the social sciences, and as a result many of these organizations simply don’t recognize that they may need these other skill sets within their organization, or if they do, they have trouble integrating them into the traditional research process. For Vision Critical, the integration of research and technology had to be forced ‘ we made a very concerted effort to make this happen. And there were definitely growing pains along the way as we worked to find the correct balance of research and technology in how we approach clients’ business issues. I also think that we as researchers tend to think of our competitive context as only including other research companies, when in fact we are an industry that is facing competitive threats from many adjacent industries, including those that specialize in online behavioral tracking, business intelligence, social media monitoring and rich data-mining. In order to compete on these fronts, the MR industry must rapidly adapt and broaden our skill set. If is simply not good enough to be the best within MR only, we have to be able to compete outside of our industry as well given that some of these other industries are beginning to provide services that have traditionally been found within MR.

LM: What skills do you think are essential for success in the market research space today? Obviously technology acumen is one, but what else? What are the key ‘talent’ characteristics that will be vital for success for MR in the future?

MK: In additional to technology development and application, creativity, curiosity and communication skills will continue to be vital to our industry, as will business management background and solid research fundamentals. As I mentioned earlier, there are many diverse skills that will be required for the market research leaders of tomorrow to prosper, but what will really set companies apart is how they are able to blend these talents into a cohesive solution for their clients. It is that balance that will be most important, really the sum of the individual parts.

LM: I agree that market research is under increasing competitive pressure from other industries, and the recent spate of M&A activity where agencies, social media monitoring providers, and DIY tech suppliers are purchasing MR consultancies clearly show that this trend is only accelerating. Where do you think that is going and which industry do you think poses the greatest competitive threat to the traditional MR space?

MK: The biggest threat to MR is our own ‘silo’ mentality about who our competitive set is. We do not just compete with other MR firms, but also all of the other industries you mention above, as well as business intelligence and social media services in general. The sooner we as an industry acknowledge this and broaden our perspective the more competitive we will be to future threats.

LM: At the Technology Driven Market Research Event you presenting on ‘Online ‘Feeling-based’ Dial Testing ‘ A Revolutionary New Way of Understanding the Emotional Drivers of Content Appeal’; can you tell me a bit more about that and what you hope attendees will get out of it?

MK: Absolutely. We have heard from both content creators and media companies that they are increasingly looking to dig deeper into what emotional levers are driving appeal and engagement with video, advertising and promotional spots. And while traditional dial testing methods have in the past been effective at providing a ‘go/no-go’ measure, they haven’t been the best at including prescriptive diagnostics, and also tend to be costly and time consuming to execute. So we felt that by leveraging technology and advances in online research methods we could help innovate in this area. The result is ‘ReactionPlus’, a groundbreaking online content assessment tool that provides a fast and cost effective method of testing advertisements, promos and other video clips ‘ and allowing our clients to understand the feelings that are driving interest. I will be presenting case studies from 1 -2 marquee media organizations and additional VC-conducted research on research will be used to show how ReactionPlus compares to traditional dial testing and post-viewing assessment methods ‘ with the pros and cons of the various methods compared and analyzed. Results will show how this innovative tool can be employed to capture second by second reaction among broad, nationally representative sample frames, with automated reporting that includes real-time playback allowing for a consistent and easy method of interpreting the results. Attendees will see how an innovative online technology application can be employed to provide accurate and informative moment-by-moment insights into how well video content works; that feelings can be effectively captured and acted upon via a rapid online next generation dial testing technology ‘ providing prescriptive understanding of what content works best, and why; and ultimately, that radical innovation in media content evaluation is possible with creative ‘out-of-the-box thinking’, flexibility to step outside legacy metrics and the right balance of thoughtful research design and innovative technology. I am really looking forward to the session!

LM: That sounds very cool, and it will be interesting to contrast your approach to the Neuromarketing based presentations that will also be taking place at the TDMR. On that note, brands are spending a lot of money on Neuromarketing and other biometric measurement techniques to get to emotional drivers of decision making. How does ‘ReactionPlus’ compare to those approaches and/or where would it fit within the spectrum of ‘emotional measurement’ techniques?

MK: ReactionPlus relies on cognitive expression of emotion rather than precognitive biometric or neuro measurement’so we are simply asking people to tell us how they are feeling while they consume audio or video content. In some respects very similar to dial testing, but with much greater diagnostics on what feelings are most prevalent, and which are driving interest. We have already done some ‘research-on-research’ validation of how ReactionPlus compares with traditional dial testing and the results are similar but much richer in terms of analysis capabilities. We are also considering some side by side testing with biometric or neuro measurement too, but for us these are really very different methodologies. While biometrics/ neuro testing must be conducted in a central location facility and are often quite costly, ReactionPlus is an easy-to-administer online tool that allows for extremely fast data collection at low cost ‘ allowing for rapid testing, refining and retesting of a vast array of content.

LM: What’s next for Vision Critical? Where do you see the company fitting into the research ecosystem in 5 years and what?

MK: Vision Critical is committed to being a leader in the 21st century research industry through an unprecedented blend of visionary technology and critical thinking. We are the only company to have equal parts technology developers, research professionals and user engagement designers. The possibilities with these skill sets are endless, and we plan to methodically reinvent the research process one business issue at a time.

About the Author Leonard Murphy:
Lenny is a seasoned and respected industry leader with an entrepreneurial drive. He has been called a visionary and is renowned as an innovator. He has successfully established several companies in the MR space including Rockhopper Research, a leading full service global research firm and MDM Associates, a MR consulting firm, before founding his current companies: BrandScan 360 and his consulting practice LMC group (www.asklmcg.com). Mr. Murphy is a key consultant and adviser to numerous market research agencies, and works across the industry to drive the development of innovative research practices by developing strategic alliances with multiple ‘best in class’ providers. Lenny serves on the Board of The Market Research Global Alliance, the premier social network for the global MR profession. He is the Founder and Executive Director of the Research Industry Trends Monitoring Group & Publisher of the GreenBook Research Industry Trends Study, the oldest study in the industry devoted to tracking changing trends in MR. He is on the Advisory Boards of the Festival of NewMR and The Merlien Institute. He is also the Chairman of the IIR Technology Driven Market Research conference. Rounding out his busy professional life, he is the Editor in Chief of the GreenBook Blog. Lenny can be reached at lmurphy@brandscan360.com